Laban Stretchy Man gets their campaign enlisted in the Guinness Book of Records
By Pray Jani - March 03, 2020
Brand Street Integrated executed an experiential campaign that recorded in the Guinness Book of World Records
Localised by MTR Foods in India, Laban Stretchy Man, the new human-shaped, stretchy, fruit flavoured chews from Norwegian brand Orkla attempted to enlist their campaign in “Guinness Book of World Records” for "The Longest Human Chain," for its recent experiential campaign executed across schools of Bangalore. The campaign lasted for a period of 4 months. Given their understanding of brand-recall and sales marketing, Brand Street Integrated had designed the campaign keeping the requirement to increase awareness and ensure maximum visibility and sale to happen of the product.
Around 10+ schools from Bangalore participated in the event with a crowd of more than 2000 children. A sales and sampling campaign which aimed to create awareness in the student community about the brand and its product by creating a WOW experience. The company cited the right opportunity to maximize the brand awareness by joining hands with an exciting and unique initiative which was hosted towards forming the longest chain of people patting each other on the back towards happiness and the good work done so far by individuals.
Commenting on their campaign, Vipul Goel, Head- Trade Marketing MTR Foods (Laban), said, “We are glad to have associated with BSI for our campaign. They understood our brief very well and planned and executed this campaign to build awareness amongst our primary target group and also enhance our brand by associating with a joyful activity.”
The agency took the opportunity of an experiential campaign to spread awareness and benefits of appreciation of people and environment for health and happiness and amp World Peace.
Speaking about the campaign, Mayur Gurukkul, Business Head (South), Brand Street Integrated said, “We wanted this campaign to be delightful and exciting since the primary consumers are children. With this campaign we have been able to associate Laban stretchy jelly with an activity that immediately thrills and invigorates participation from their target group and also helps in brand recall as children associate information with emotions.”